Perspectives: Business Opportunities and Social Media

Perspectives about Business: Opportunities in Social MediaRichard Binhammer, Director, Social Media and Community 1 ConfidentialTrueMedia Social Media Workshop, August 2011 Global Marketing

go for a drive Key enablers and strategies RethinkRelationships Business and Technology Global Marketing

A Revisionist and Simplistic Look atEvolution of Business Organizationsand Marketing…. 3 Global Marketing

Business and Technology: aims for efficient organization of work through specialization of labor 1776, Adam Smith, Wealth of Nations4 Global Marketing

Business Management:Getting people togetherto accomplish desiredgoals & objectives usingavailable resourcesefficiently andeffectively.5 Global Marketing

Bureaucracy: The Boss’ Another Equal or Colleague or The Boss Corporate a rational, efficient Corporate Competitor Competitor method of organization… Boss Assistant hierarchical authority & functional Direct Direct Direct Report specialization. Report, Specialty A Report, Specialty B Specialty C6 Global Marketing

Marketing:Evolved fromproduction &efficiency models usedin business to a sellingorientation, wheremarketing deals withthe needs, wants anddemands of customers7 Global Marketing

TremendousReachMass MarketsCustomerSegments Global Marketing

Marketing and Business: more efficient & productive… All for you!9 Global Marketing

Creation ofIconic Brands10 Global Marketing

Business Success = Dominance and Power11 Global Marketing

75 Year Difference in Business Life Expectancy since 193612 Source: Deloitte Report: John Hagel Global Marketing

Source: Mary Meeker, 2010 Internet Trends Global Marketing

14 Source: Shanghai Web designers via Neville Hobson Global Marketing

Global Conversations Listen. Engage. Act Global Marketing

A shift in who speaks 66% for your OF BRAND TOUCHPOINTS ARE brand NOW GENERATED BY CUSTOMERS34% OF BLOGGERS POST OPINIONS ABOUT PRODUCTS16 Global Marketing

Internet: Unlike other technologies, the Web was unpredictable; opened more opportunities to change perspectives anywhere it reached17 Global Marketing

Something is Happening. Opportunities to dream? A dream for brands and business organizations18 Global Marketing

Weremarkets reallyalwaysrelationshipsandconversations?19 Global Marketing

If Markets are Conversations… • “Networked markets are beginning to self- organize faster than the companies that have traditionally served them. • Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. Markets are conversations. • Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice, Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.”20 Source: Cluetrain Manifesto Global Marketing

…..But (Social Media) Conversations areNot Just Marketing• In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.• These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.• As a result, markets are getting smarter, more informed, more organized. (not siloed or segmented the way we normally think)• Participation in a networked market changes people fundamentally.21 • Source: Cluetrain Manifesto Global Marketing

Conversations are conversations not Business segments Where to find you Share with others how & why you have great products/services …………….and more22 Global Marketing Graphic thanks to @Gapingvoid

Don’t Look, Listen or Touch This is not a strategy that works.23 Global Marketing

The world around us is changing Control is not as successful as influence companies that embrace this the fastest will win • Disintermediation between the customer and the expert is happening already • Users spending more time across the web engaging – beyond company’s website • Customers trust their peers more than anyone else • Traditional methods are not scaling; Does Social Media?24 Global Marketing

Dell’s Social Media and Community Journey25 Global Marketing

Dell’s Direct & Online Heritage: Critical Enablers Leader in online First company to frictionless First to sell complex hit $1M a day in commerce from configurable items online revenue order to delivery One of the first One of the first companies to Early adopter of to launch online social media discussion forums launch online support

Before the Social Web: Our Online Perspective Dell.com Our Communities 27 Global Marketing

Five years of experiments and experience December 2006 October 2007 May 2008 June 2009 February 2006 Dell named #1 most Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in Michael Dell Asks reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top Why don’t we reach out and help going to occur whether you like it or not. Do you bloggers with tech support issues? Dell.com want to be part of that or not? My argument is you Community team active on Twitter brands absolutely do. You can learn from them. You can Small Business improve your reaction time. And you can be a blog launched August 2006 better company by listening and being involved in Blog outreach that conversation.” expands beyond February 2007 March 2008 March 2010 tech support Accepted Solutions China Micro- IdeaStorm Launched January 2009 June 2009 launched on Community Blogging A voting based site allowing Dell Organizes in to $2M+ Sales customers and others to submit Dell France begins Online 4 customer focused ideas for Dell. Community Outreach via Twitter Social Media Listening business units Command Center 2006 2007 2008 2009 2010 2011 Dell Social Media and Community University July 2006 launched/5,000 team Direct2Dell launched June 2007 April 2008 2009 members trained by end of year Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter English, Spanish, Norwegian, January (Aug.) Blog focused on business Japanese and Chinese. Dell launches 2008 customers, and Cloud Dell aligns Computing. Altimeter recognizes Dell with EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for Internal Blogs organization Launched for for success Some Members of Huffington Post BlogInnovation and Execution” Community and (Oct.) Employees. Conversations DellApril 2006 January 2007 deployed within each launchesTech support StudioDell launched of the new Dell B2B pages Facebookoutreach to blogs Dell’s video and podcast February 2008 Business units (Jun.) site, with helpful tips and tricks. Eventually expanding November 2007 Twitter expanded this into the YouTube channel DellShares launched making sharing easier. The first investor relations blog by June 2008 a public company. Channel blog 28 launched Global Marketing

Recognizing & Aligning a Powerful Ecosystem Dell.com External Communities Our Communities Team Members 29 Confidential Global Marketing

Listen, Engage, Act.It’s at the heart of all strategies…But How to Scale? Think of it as a tool, not a channel Global Marketing

Listening to Be A Better Business, Across the Business31 Confidential From 4,000 posts/day to 26,000 posts/day 3/21/2011 Global Marketing

June 2005 – August 2006: Several Online Issues = Offlinetoo 32 Global Marketing

Customers inneed are criticalopportunitiesSocial Media givesthem voice & youopportunities Global Marketing

@DellCares Across the Web Generates Positive ConnectionsThe Customer: Model Supplies Sales, Followers: 60,000+Issue/Resolution: The customer tweeted in regards to an LCD issue w/her PC on 4/18 to her friends.@DellCares identified the customer was in need of assistance and responded on 4/19, The issue was resolvedon 4/29. MSD tweets her a thank you on 5/25, which she responds to immediately. … Dell … delighting the Customer Customer voices Listens, Engages whose following retweets to 150k+ users frustration… and Resolves issue… Michael Dell jumps in… Model Supplies raves @ModelSupplies Thanks for contacting Youre very welcome! @MichaelDell Thank you @dellcares and for positive feedback too. for the fantastic service - and for the reminder of Thrilled to hear you are a happy Dell customer! things still to do! x0x 7:43 PM May 25th via web 6:14 Confidential 25th via web 34 PM May Global Marketing

Surprising Sometimes!Where your fans are……and what they share Special Thanks to BlaM4C and Marshalus & more than 4000 customers before Dell was on Flickr Global Marketing

New opportunities Further our Direct connections with Quality Interaction: No tricks or gimmicks customers Relationship Marketing:Link Online:Behavioral Targeting and Deal Posting36 Global Marketing

Aggregation of WebContent, Rich Media Global Marketing

CampaignsScale, but arecapital intensive.You can not buyfans & followersfor life … Global Marketing

A Tool to be Leveraged Across the Fabric of aCompany: different functions, uses and valuesProduct Development Marketing Online Presence• Feedback Loop • Demand Forecast • Ratings & Reviews• Early Warning • Lead Generation • Communities• New Product • Message Reach • Customer Stories Ideation Sales Customer Service Communication• Leads• Collaboration • Listening • Rich Media• Thought Leadership • Support Widgets • Brand Reputation• Blogs • Outreach • Influence • ReputationMarketing Global

Customer Connected Employeesare your company’s rock stars40 Global Marketing

Internal Social Networks • Dell is using Chatter to increase cross-departmental team collaboration • Over 90,000 Dell employees quickly and easily collaborate around documents and information like sales opportunities, team projects and campaigns • Fosters relationships • A hybrid of Twitter, Facebook, Sina, Ren- Ren, Orkut41 Global Marketing

Empowering Employees:Social Media & Community University Principles Policy Governance Training & tools Global Marketing

Empowering Dell Team Members Certified: 2357 Unique Team Members Trained: 525443 Global Marketing

Meanwhile …Back at the Office Global Marketing

They are asking aboutthe social webinfrastructure Global Marketing

Starting Down a New Road, in a Vehicle, yet to be proven Even today, the Infrastructure is evolving46 Global Marketing

Authority Exchange Community 47 Global Marketing

Where is the ROI Business Value of Social Media48 Global Marketing

• Where customers are  Primary social media focus• Do they like/love you?  Sentiment• What are they saying  Listen, learn and improve business• They recommend you  Your fans deserve appreciation• Share links with friends  Advocates deserve attention too• Rating & Reviews  Inform your products• Publicly complaining  Showing you care about customer• Going to your website  Purchase or deeper interest Identify your business objective Choose the metrics that help you measure & evolve 49 Global Marketing

SM  B2C & B2B50 Global Marketing

Yes Virginia, there is ROI Business Value: It ismeasurable in many forms, there is not 1 number … Global Marketing

Look across the entire customer lifecycle. It can beused everywhere … • Insight: Social media improves Dell’s reach and share of voice • Insight: SM keeps customers engaged, provides solutions and improves loyalty. Dell.com • Insight: Established causality between social media activity and purchase Our External Communities Communities• Insight: Social media based support improves sentiment and correlates with higher revenue • Insight: Social Media provides high Business Value and contributes to demand gen vehicle Global Marketing

Are Businesses Less Machine and more Networked Organism? Human Organizations53 Global Marketing

It’s about pragmatic approachesSmart business fundamentals never change Global Marketing

Connected and Lit Up55 Confidential Global Marketing

you gonnamiss the old car? Global Marketing

Thank You

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Perspectives: Business Opportunities and Social Media

by Richard Binhammer

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